M:Metrics launches MeterDirect
Rating: beam me up Scottie! I found MeterDirect>
It sounds like something out of Star Trek, but it isn’t. m:metrics is now offers a service that measures mobile media behaviour?
Apparently the new service is able to track the demographic composition of the mobile web and identify pattern from users. Basically who reads or views what and when. The first figures are below and its interesting that even with free browsing Vodafone doesn’t appear in the top 5 UK mobile sites.
From the press release:
In both geographies, Google ranks as the most popular mobile Web site, the 8 a.m. to 5 p.m. daypart has the largest audience of mobile Web users, and mobile media consumers spend more than eight minutes per session accessing the mobile Web, a surprisingly high figure. However, while mobile operator sites are most popular among British consumers, Americans prefer Yahoo! and Microsoft properties.
Top Mobile Web Domains: February 2007
United States United Kingdom
Domain Company Domain Company
google.comGoogle Inc.google.co.ukGoogle Inc.
yahoo.com Yahoo! Inc.o2.co.uk O2 (UK) Ltd
msn.com Microsoft orange.co.ukOrange Personal Communications Services Limited
live.com Microsoft bbc.co.uk British Broadcasting Corporation
go.com The Walt Disney three.co.ukHutchison 3G UK Limited
Source: M:Metrics. Reports for the month of February are projected to represent the universe of Smartphone owners and are based on in-tab panel sizes of approximately 500 panelists in the United States and 600 panelists in the United Kingdom. UK google.com includes the google.co.uk domain.
MeterDirect also provides insights into daily audience for more than 5,000 mobile Web domains. Friday is the most active day for mobile Web use among Americans, with more than half of all smartphone owners using their mobile Web browser, while in the United Kingdom, Tuesdays account for the highest level of traffic. The data also reflects that contrary to popular belief, usage of mobile Web browsing is higher in the United States which consistently shows a higher level of daily usage than among British smartphone users.
Reach by Day of the Week: February 2007
Day United States United Kingdom
Sunday 41.32% 33.69%
Monday 42.44% 39.64%
Tuesday 45.67% 47.14%
Wednesday49.67% 43.22%
Thursday 48.54% 39.27%
Friday 50.98% 36.23%
Saturday 47.16% 34.82%
Source: M:Metrics. Reports for the month of February are based on a in-tab sample sizes of approximately 500 panelists in the United States and 600 panelists in the United Kingdom.
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